Customer Relationship Management and Customer Service

Customer Relationship Management and Customer Service

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Customer relations management (CRM) is about maintaining long-term customer relationships. This book looks at creating and managing customer relationships and how relationship marketing, applied throughout any organisation, can create new value to build the organisation for the long term. In order to achieve CRM, companies need to focus on customer retention, a high customer commitment and a long-term perspective. The book examines the changes in the practice of marketing and the solutions offered by relationship marketing. It also analyses the profound impact of technology and how it enables the business to focus on individual customers.Consider the following example.7 Ford - interacting with customers Ford Motor Company developed a website for its car owners. In addition to making it easier for customers to communicate with Ford and its dealers, the web-based serviceanbsp;...

Title:Customer Relationship Management and Customer Service
Author:Adele Berndt, Annekie Brink
Publisher:Juta and Company Ltd - 2004-01-01


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